The State of Content Marketing Operations for the Enterprise

August 18, 2014
Content Marketing Institute Executive Research Series As more companies have adopted content marketing, one challenge remains pronounced: How should marketing leaders operationalize and scale this nascent discipline? They need a structure that will help them with everything from creating content their audience truly values, to distributing it in places where their customers and prospects are, to continually measuring what works so they can refine their processes. While organizations of every size need to figure this out, this challenge is more complex for enterprise organizations, as they are charged with collaborating and proving value at so many different levels of the company. Additionally, subject matter experts, whose input is so critical to content creation, may be scattered throughout the company. While there is no one right way to structure a content marketing team — and in fact we found substantial variances in team structures as they exist today — a hybrid structure appears to be emerging in which certain aspects of content marketing are centralized (such as the identification of key themes/topics and the production of content), while other aspects are decentralized (such as the execution of programs by the business unit that has the subject matter expertise or the geography). In short, while many leaders are making tangible progress in these areas — and there are many who feel they are effective — there is also palpable frustration as these leaders struggle to truly transform their marketing, which requires them to transform their cultures. This report specifically looks at the following areas: Organizational challenges Team composition and integration Budgets and distribution Content marketing effectiveness
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